The document outlines Franklin & Marshall's digital activation strategy. It discusses objectives like strengthening their brand positioning online and growing website visitors. It covers funding elements like keyword research and ensuring their website meets user needs. The digital infrastructure includes their website and social channels. The timeline shows plans to restyle the website in February 2012 and relaunch social channels in April/May 2012. Digital channels in 2012 will focus on areas like social responsibility, sports, and events & sponsorships across various platforms like their website, social media, and search engine marketing.

1. FRANKLIN & MARSHALL
A digital activation strategy
Luca Innocenzi
Chief Marketing Manager

2. MEETING’S AGENDA
1. Who We are
2. Digital Activation: objectives
3. Digital Activation: Funding Element
4. Web Traffic Sources: integrated approach
5. Digital Infrastructure
6. Digital Timeline 2012
7. Digital Themes & Channels 2012

3. FRANKLIN & MARSHALL | WHO WE ARE
"We always choose which side we are on, there are those who chase the obsession of GDP
and those who prefer GDW."
For F&M it is the Gross Domestic Welfare which drives the business. It is quality which gives
value to the work and this is what F&M wants to project when presenting its product to
the market.
Achieving quality for F&M means accepting the firm responsibility to impose its mission statement
by supporting projects related to both sport and education.
Sports and knowledge are two major factors in ensuring the individual's mental well-being,
freedom of thought and awareness to participate in a world that gives basic rights and which
requires responsibility.
"Do not tell the consumer stories of fashion, we prefer to tell of a pure lifestyle, inspired by the
well-being that comes from the social, cultural and ethical. We prefer to describe that it is better to
be there and watch the world with curious eyes than to be told about it. "

4. FRANKLIN & MARSHALL | DIGITAL ACTIVATION | OBJECTIVES
Franklin & Marshall succeeded in becoming a leader of the college lifestyle; friendship,
education, sport, culture and ethical values are its trademarks, but also quality and
creativity are two fundamental points for our brand.
 Creation of an online community from scratch
 Identification of “best channels” for online presence and communication
 Identification and analysis of web audience and brand positioning online
 Strengthening of the brand’s targeted prospects
 Conquest of new age ranges (23-30) and genders (women)
 Growth of online purchases and website visitors
 Enhancement and optimization of online shopping experience
 Creation of a consistent approach to 360 communication

5. 1. FRANKLIN target looking for? DIGITAL ACTIVATION | FOUNDING ELEMENTS
What is our & MARSHALL |
 What are the keywords they use when searching for home appliances? => keyword
research
 When do they use what keyword? => key-phrases analysis and mapping (which
landing pages to provide which information)
 What are the channels your target is using for search?
2. How do we address user wants and needs?
 Meeting search engine requirements (technical / content structure criteria) for
indexation and optimal ranking in natural results
 Ensuring copy is as relevant as possible to the targeted user, optimizing macro and
micro content based on search queries
 Ensuring presence in relevant channels (search engines, social media, corporate
website etc.)
 Ensuring correct answers to customer needs
3. Why do we optimize web presence?
 Demand Marketing: high internet penetration, user skills in web searching and fierce
competition means ranking in top positions is a must
 More than just being « visible » in SERPs through optimal ranking, you need to be
attractive to your targeted users to maximize CTR
 User experience on website must be astounding

6. SEA
BRAND
PROMOTIONS INITIATIVES
SEO

7. FRANKLIN & MARSHALL | DIGITAL INFRASTRUCTURE
website
social
e-shop
channels

9. 12th Oct ‘11 End of Dec 1st Feb ’12 10th Febr ‘12: 28th Feb April April/May
Transition from Social merge Achievement: Website restyling ‘12Achievement Global web Social channels
Facebook profile & Adv monitoring relaunch and
+250K
to +300K opening:
brandpage +200K FANS
FANS +393k FANS
FANS
Youtube brand
3K channel
CONTACTS restyling

10. FRANKLIN & MARSHALL | DIGITAL CHANNELS AND THEMES 2012
Social Events &
College Sport Product &Style
Responsibility Sponsorships
Blog
Search
Website Engine
Marketing
Blog &
social
Facebook
media
campaigns